Benign Marketing Violations: How and When Humorous Marketing Hurts Brands

Caleb Warren, Bocconi University, Italy
Peter McGraw, University of Colorado, USA
Despite humor’s many benefits, pursuing humor in marketing has risky implications for brand attitudes. We show that because humor requires a benign violation, even successful humor attempts can be accompanied by negative affect. Consumers’ negative reactions to benign violations hurt brand attitudes more than perceptions of humor help brand attitudes.
[ to cite ]:
Caleb Warren and Peter McGraw (2011) ,"Benign Marketing Violations: How and When Humorous Marketing Hurts Brands ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 436-437.